EPSA 2025, Madrid
June 26, 2025
Source: Opinion in The Scientific American (February 21, 2024)
Question: How effective is tailored online political advertising in mobilizing voters?Argument:
Data & Method:
Results:
Previous literature 📚
targeting and tailoring are frequently employed campaign strategies (e.g. Erfort 2024, 2025)tailoring effectiveness, yetgender-based appeals frequent, but need causal tests from the fieldGreenswomen (age 30-60) in the European Elections 2024post-election survey with random selection from both treatment & controlelection results by the state’s returning officersperformance datasurvey (N = 950)city states: geospatial match of ZIP-codes with electoral districts (N=204)territorial states: uniquely identified municipalities (N=273)survey analysisCity States (Berlin, Hamburg, Bremen)
Territorial States
no effect of tailored ads in aggregate or survey analysischallenges the conventional wisdom on the persuasive power of micro-targeting (in politics)Outlook 🔭
re-assessment of theoretical and strategic assumptions on tailoringcontext-dependentQuestions or feedback? Hit me up: